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All Journal Jurnal Ilmu Manajemen Terapan (JIMT) International Journal of Humanities Education and Social Sciences
Irma Nilasari
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Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Languange, Linguistic, Communication & Media Social Sciences Other

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The Impact of Social Media Influencers on Consumer Behavior: A Comparative Analysis of Generation Z and Millennials Life Style Ayuningtyas Y Hapsari; Pipin Sukandi; Gallang P Dalimunthe; Annisa Lisdayanti; Yelli Eka Sumadhinata; Irma Nilasari
International Journal Of Humanities Education and Social Sciences (IJHESS) Vol 3 No 5 (2024): IJHESS APRIL 2024
Publisher : CV. AFDIFAL MAJU BERKAH

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55227/ijhess.v3i5.988

Abstract

In today’s digital age, social media has become an integral part of marketing strategies. One of the most trending research topics in the field of marketing is the impact of social media influencers on consumer behavior, particularly among Generation Z (Gen Z) and Millennials. These two generations have grown up with social media and are heavily influenced by the content they consume on these platforms. The primary objective of this research would be to examine and compare the effects of social media influencers on the purchasing decisions of Gen Z and Millennials. This could involve analyzing data from various sources, such as social media platforms, surveys, and sales figures. Additionally, the study could explore the types of influencers that are most effective in engaging these two generations, the specific content that resonates with them, and the role that trust and authenticity play in their decision-making processes.Furthermore, the research could delve into the psychological aspects of social media influencer marketing, such as the cognitive and emotional processes that underlie the formation of consumer preferences and attitudes. By understanding these mechanisms, marketers can develop more effective strategies to target Gen Z and Millennials, which are crucial demographics in today’s market.
Pengaruh Perceived Organizational Support dan Knowledge Sharing Behavior terhadap Innovative Work Behavior dengan Feedback Seeking Behavior sebagai Mediasi pada Instansi Sektor Publik di Kota Bandung Restia Dewi, Ade; Irma Nilasari
Jurnal Ilmu Manajemen Terapan Vol. 7 No. 5 (2026): Jurnal Ilmu Manajemen Terapan (Mei - Juni 2026)
Publisher : Dinasti Review Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.38035/jimt.v7i5.8469

Abstract

Penelitian ini mengkaji pengaruh Perceived Organizational Support (POS) dan Knowledge Sharing Behavior (KSB) terhadap Innovative Work Behavior (IWB) dengan Feedback Seeking Behavior (FSB) sebagai variabel mediasi pada pegawai instansi sektor publik di Kota Bandung. Penelitian dilatarbelakangi oleh fenomena yang umum dijumpai pada organisasi publik, yaitu tingginya capaian kinerja administratif yang tidak disertai catatan inovasi kerja yang berkelanjutan. Penelitian ini memberikan kontribusi teoritis utama bahwa perilaku kerja inovatif di sektor publik tidak lahir semata dari sistem dukungan organisasi, melainkan dari perilaku aktif pegawai dalam pembelajaran sosial dan pencarian umpan balik sebagai mekanisme perilaku proaktif. Pendekatan kuantitatif diterapkan dengan 99 responden valid yang berasal dari beragam status kepegawaian (PNS, PPPK, personel penugasan, dan non-ASN). Data dikumpulkan melalui kuesioner terstruktur yang tervalidasi dan dianalisis menggunakan Partial Least Squares Structural Equation Modeling (PLS-SEM) dengan SmartPLS 4.1 melalui bootstrapping (5.000 sampel). Hasil menunjukkan bahwa KSB merupakan prediktor IWB yang paling dominan (f² = 0,322; t = 6,019; p < 0,001). POS tidak berpengaruh langsung terhadap IWB, namun secara signifikan memengaruhi FSB (t = 3,714; p < 0,001). FSB memediasi hubungan POS–IWB (mediasi penuh) maupun KSB–IWB. Model menjelaskan 57,6% varians IWB (R² = 0,576) dengan relevansi prediktif yang kuat (Q² = 0,498). Temuan ini menegaskan bahwa penguatan praktik berbagi pengetahuan lintas unit dan mekanisme umpan balik terstruktur merupakan strategi kunci peningkatan inovasi pegawai di sektor publik.
Co-Authors Annisa Lisdayanti Ayuningtyas Y Hapsari Gallang P Dalimunthe Pipin Sukandi Restia Dewi, Ade Yelli Eka Sumadhinata